UNIT 1

1. What is consumer Behaviour? What is the importance of studying consumer

behaviour?
2. How can the study of consumer behaviour assist marketers in segmenting
markets and positioning products?
3. How is the knowledge of consumer behaviour useful to the marketer?
4. In what aspects an urban consumer will be different from a rural consumer?
5. What are the various shopping patterns of the consumers? Explain.
6. Explain the various approaches to study of consumer behaviour.
7. Define consumer behaviour. What is the interrelationship between the
consumer behaviour discipline and the marketing concept?
8. Describe the impact of digital revolution on marketing and on consumer
behaviour.
UNIT 2
Discuss the role of attitude in consumer decision process.
2. Why it is important for a successful marketer to clearly understand consumer
needs and motivation?
3. Explain the motivational process and role of motives
4. Marketers dont create needs; needs preexist marketers. Discuss this
statement.
5. What is learning? Explain the learning process of a consumer in a new buying
situation.
6. Explain the relationship between personality and buyer behaviour.
7. Explain the different motives behind the choice of low priced consumer items.
8. Discuss the significance of consumer perception in pricing and promotional
decisions.
9. Explain the concept of motives conflict in consumer behaviour.
10. How does self-concept affect consumer behaviour?
11. Explain the problems of Indian Consumers in relation to service
organizations.

12. What is the relevancy of Pavlovs theory in marketing?

13. Define selective exposure, selective retention and selective distortion.
14. Discuss the relevance of Maslows hierarchy in the context of needs of
Indian consumers.

UNIT 3
1. Explain the influence of culture on consumer behavior
2. Family is the learning ground for any consumer- Do you agree?
Substantiate your answer.
3. Briefly explain cross-cultural consumer analysis.
4. Does media patronage differ with social class? Explain
5. Explain the relationship between cultural settings and choice criteria of food
products.
6. Does product consumption differ with social class? Explain.
7. What is the role of reference groups in influencing the consumer behaviour?
8. What is reference group? Name two reference groups that are important in
you. In what way do they influence you in your purchasing behaviour?
9. Explain the various reference group types.
10. What is social class? How does it help marketers to devise their strategies?
11. Define the concept of culture. How does it affect the consumer behaviour?
12. Explain the techniques of measurement of opinion leadership and discuss
how does it influence consumer behaviour.
13. What are the systematic approaches to measuring Social Class? Explain the
impact of social class on consumer buying behaviour.
14. Culture is shared, dynamic and can be measured. Comment.

UNIT 4

1. What is cognitive dissonance? How does it affect consumer behaviour?

2. What is meant by cognitive dissonance? How is it reduced?
3. Define the five types of adopter categories.

4. Explain how consumer behaviour applies to strategic marketing decisions.

5. Why is an opinion leader a more credible source of product information than
an advertisement for the same product?
6. Explain the factors that affect the diffusion of an innovation.
7. What is meant by automatic response behaviour?
8. What is meant by diffusion of innovation?
9. Briefly outline the application of consumer behaviour principles to strategic
marketing.
10. How does the study of consumer behaviour helps in marketing decisions?
11. Describe consumer adoption process.
12. Explan in detail the Howard-Sheth model of consumer behaviour.
13. Explain in detail the Engel-Kollat model of consumer behaviour.
14. What are the factors that influence the information search stage in the
consumer decision making process?
15. Write a detailed note on post purchase behaviour.
16. Explain any one model of consumer decision making process.
17. How do consumers reduce post-purchase dissonance? How can marketers
provide reinforcement to consumers after the purchase to reduce their
dissonance? Explain.
UNIT 5
1. E-Commerce necessitates new legislative measures for consumer protection.
Elucidate.
2. Explain the challenges of predicting the online consumer behaviour?
3. Discuss advantages and disadvantages of on-line marketing.
4. Describe the constituents of online buyer behaviour.
5. What do you mean by consumerism? Also explain the various consumer
protection measures in India for consumers.
6. Explain the industrial buying process.
7. Consumer behaviour offers several aspects to the internet marketers. Do you
agree?

8. What are the factors influencing organizational buying behaviour? Explain

industrial buying behaviour process.